Utilizing data for over 1.8 billion opens from campaigns sent in 2013, Campaign Monitor showed that mobile devices are the most popular environment for a subscriber’s first interaction with an email.

EMAIL OPENS BY ENVIRONMENT

email marketing

The shift towards mobile has also been rapid. From 2011 to 2013, email opens on mobile phones devices increased by 30%. 87% of clicks will happen when a reader opens an email for the first time.

Since initial opens are increasingly happening on mobile devices, it is more common for a click to occur on a mobile device than it is on a web or desktop client. In fact, today one-out-of-every-three clicks occur on a mobile device.

DISTRIBUTION OF EMAIL CLICKS BY ENVIRONMENT

email numbers

RESULTS

  • Opening email on mobile devices is more common than opening in desktop or webmail clients. 41% of opens now happen on mobile devices. As a result, your email creatives need to be built with mobile in mind.
  • Readers are less likely to click through from mobile devices. 87% of clicks will happen when a reader opens an email for the first time, but only 78% of clicks on mobile devices happen on the first open. Emails need to be eye-catching, get right to the point and also be easy-to-use on a mobile device.
  • If a mobile reader opens an email again from a different device, more clicks happen. Mobile readers who open emails a second time from their computer are 65% more likely to click through. This means you can’t disregard usability on desktop systems with your emails.

*Source Campaign Monitor